Why do I recommend targeting keywords and keyword phrases with multiple match types?
Because each match type is different โ they perform differently and generate revenue differently
๐๐
๐ฎ๐ฐ๐ โก๏ธ 1 keyword/keyword phrase = 1 customer search term
โซ๏ธ generally, more expensive but highly relevant
โซ๏ธ higher CTR and CVR
๐ฃ๐ต๐ฟ๐ฎ๐๐ฒ โก๏ธ 1 keyword/keyword phrase could cover 20+ customer search terms
โซ๏ธ somewhere in the middle between exact and phrase
๐๐ฟ๐ผ๐ฎ๐ฑ โก๏ธ 1 keyword/keyword phrase could cover 50+ customer search terms
โซ๏ธ low cost per click
โซ๏ธ least relevant and less likely to match the search intended by the buyer
Broad and phrase match increase ad exposure as they cover a wide range of potential keywords and keyword phrase targets
IN ADDITION
Broad and Phrase are discovery campaigns;
โซ๏ธ provide valuable insight into what potential buyers are looking for
โซ๏ธ allow discovery of search term variations that can best tested in new campaigns
A successful campaign strategy targets all three match types โก๏ธ one match type per campaign for scalability and optimal monitoring of campaign performance
